Scholarly record

PERCEPTION OF JAPANESE TOURISTS ON RURAL TOURISM IN BALTIC SEA COUNTRIES

Zane Vitolina

Abstract

Baltic Sea countries (Latvia, Estonia and Finland) are attracting more and more Japanese tourists during previous years. There are several reasons for this tendency ? the Baltic Sea region is safer in compared to Central and Western Europe and offers broad tourism opportunities. High potential exists in the Japanese tourism market in terms of rural tourism in Latvia, Estonia and Finland - in 2018 the number of Japanese overseas traveling reached 19 million, showing increase by 6% over 2017. The traveling patterns in Japan are changing ? from group traveling to the individual traveller, from the ordinary sightseeing to the purpose led programs and new experience tourism e.g. seeking out activities that appeal to niche personal interests. The first step in attracting Japanese tourists is to understand their expectations, customs, values and culture and adapting the rural tourism product to match these expectations and requirements. The second step ? to create awareness of Estonia, Latvia, and Finland products with Japanese tourism operators and tourism agencies. The aim of the research ? to investigate the perception of Japanese tourists on rural tourism in Baltic Sea region countries. To achieve the aim, the fallowing methods are used: monographic, analysis and synthesis, statistical data calculations and the survey.

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DOI resolver: doi.org/10.5593/sgem2019/5.3/s21.070

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